Twitter bought Tweetdeck for a rumored amount, some say as much as $50 million. That’s a lot of money for something that only about 30% of people who tweet, use. One huge reason for this buyout would be that everyone who uses Tweetdeck is not seeing the promoted trending topics which is a major problem for Twitter. Twitter can’t give accurate estimates to the companies who want to advertise which ends up hurting them.
5.5% of tweets originate from Tweetdeck. Ad Age said, “Twitter earned $45 million in global advertising revenue in 2010, and is expected to rake in $150 million in 2011, according to estimates from eMarketer. Even though Twitter usage is growing in the U.S., it’s still a fraction of Facebook’s. In 2011, eMarketer estimates that 20.6 million people will use Twitter at least once a month in 2011, up from 16.4 million in 2010. Facebook has 132.5 million people in the U.S. using the service at least monthly this year.”
While Twitter is still confusing to a lot of people, it doesn’t mean that it isn’t growing. By absorbing Tweetdeck, it virtually guarantees that they will keep a large portion of Twitter users who already love the product. As long as Twitter doesn’t make any huge changes to it, they should be able to keep the goodwill associated with Tweetdeck.
I just hope they allow for some new color schemes.